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Enterprises Must Consolidate Mobile Messaging to Improve ROI

Text messaging serves as an engagement tool for both consumer and enterprise alike when leveraged in a unified manner. According to a recent white paper from Open Markets and IDC (News – Alert), three out of four enterprises expect ROI by the end of the next 12 months – but their implementations may prevent the desired revenue.

“Enterprises Adopting Mobile Messaging to Enhance Communications and Improve Business Operations,” took a look at various use cases and strategies to see how the enterprise is leveraging text messaging.

The elephant in the room for the enterprise is the siloed approach. Disparate implementations will lead to disappointing results, it’s that simple. The white paper illustrated that 62 percent of businesses have deployed more than one messaging platform. Some 78.5 percent of those surveyed stated they have more than one of the same use cases active in different departments. The part of this equation that is cause for a chuckle is that 75 percent of enterprises that have invested in a text messaging initiative expect to see payback in less than 12 months.

The solution is as simple as it sounds: one, scalable mobile messaging platform capable of sustaining various use cases across business functions. The white paper also illuminates that many customers are calling for a consolidation of platforms. So, it sounds like a no-brainer to invest in SMS and MMS to extend both internal and external communication—over 70 percent of enterprises told IDC mobile messaging is used for internal communications.

“With mobile devices in the hands of employees and customers who show a preference for messaging- based communications, businesses should focus on proven mobile communication formats such as SMS and MMS,” said Robert Parker, Group Vice President, IDC Insights. “Enterprises must avoid deploying single use case products, and should seek comprehensive solutions that improve customer and employee communications across the business. To do so, they should select providers that have domain expertise, service flexibility, optimal professional services, and a knowledgeable customer service staff to ensure they are getting the proper support for all their mobile messaging initiatives.”

The study outlines a slew of use cases for mobile messaging than run that include:

Customer Service

IT and Security

Human Resources

Operations & Logistics

Sales & Marketing

It is fair to say that text messaging is not going anywhere, and the ‘winners’ and ‘losers’ will be decided by who puts this favorite pastime of teenagers to good use in the enterprise.

“This research validates the importance of traditional mobile messaging like SMS within the enterprise, while highlighting adoption and investment pitfalls that have limited ROI for far too long,” said Jay Emmet, General Management of OpenMarket (News – Alert). “With billions of mobile subscribers across the globe, it is now the exception to see someone without a messaging-capable device, and enterprises must capitalize on this opportunity.”

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